INTERVIEW

Casio America, Inc., is the U.S. subsidiary of Casio Computer Co., Ltd., Tokyo, Japan, one of the world’s leading manufacturers of consumer electronics and business equipment solutions. Senior General Manager of Corporate Marketing, Peter Brinkman, believes that the role of eCommerce and the many platforms that are available is to enhance the consumer's ultimate shopping experience.

Brinkman says that eCommerce marketplaces are byproducts of technology advancements and the evolution of consumer shopping preferences. “Consumers today expect more dynamic access to the platforms they choose. Whether shopping for a product at home, at work, in a store or during their commute, they have a myriad of options in front of them, and how they choose to shop comes down to convenience and preference,” he says. “At Casio, we need to consider these platforms in our overall business mix across functions because they have both direct and indirect influences on brand performance. They influence the marketers’ efforts to market products; the sales team’s efforts to go to market; and consumer expectations of retail and delivery.”

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